Swiss Brand Puralpina Returns to CIIE to Expand in China

Swiss family-owned natural skincare maker Puralpina is preparing to return to the China International Import Expo in Shanghai this November, building on an initial market entry that leveraged cross-border e-commerce and unexpected consumer demand for its signature marmot-fat ointment.

The company, based in the Bernese Oberland municipality of Frutigen, first entered the Chinese market in 2025. That expansion followed a striking organic discovery: Chinese tourists traveling through Switzerland had already found and popularized Puralpina’s traditional alpine remedy before the firm ever established formal commercial channels in Asia.

Silvan Schmid, managing director of Puralpina, noted that this grassroots tourist interest, combined with finding a reliable local partner, paved the way for the brand’s digital rollout. The company has since used the CIIE as a direct bridge to mainland consumers.

“We are returning because it was a success the last year,” Schmid said in an interview with Xinhua. “We can say that we have learned a lot, we have gained a lot of new consumers… We want to strengthen the relationship with China.”

Expanding the Alpine Footprint in Shanghai

Founded in 1992, Puralpina maintains a production philosophy centered on direct consumer interaction, regularly attending traditional markets and fairs across Switzerland. Schmid found that the Shanghai trade expo replicates that personal retail environment on an international scale, offering a crucial feedback loop.

“For us, the CIIE is therefore a good starting point to launch in China,” Schmid explained, noting that last year’s debut measurably boosted the firm’s brand visibility and social media following.

Building on that momentum, the Swiss enterprise will occupy a larger exhibition space at the upcoming November fair. Rather than relying solely on its flagship marmot ointment, the brand plans to showcase an expanded portfolio featuring specialized hand, foot, and lip care products.

Company Metric / Milestone	Details
Founded	1992 (Frutigen, Bernese Oberland, Switzerland)
Core Product	Natural skincare, notably traditional marmot-fat ointment
China Market Entry	2025 via cross-border e-commerce
Key Growth Platform	China International Import Expo (CIIE) in Shanghai

The company intends to lean into interactive engagement this year, utilizing expanded live-streaming broadcasts from the exhibition floor to reach wider demographics beyond its initial consumer base.

Navigating the Long-Term Consumer Landscape

Schmid emphasized that maintaining product integrity remains paramount as the family firm scales its international logistics.

“Que ce soit en Suisse ou en Chine, nous proposons les mêmes produits, avec la même qualité,” Schmid stated, affirming that the formulations exported to Shanghai are identical to those sold domestically in the Bernese Alps.

The managing director acknowledged that building lasting brand equity in mainland retail requires sustained dedication rather than short-term promotional pushes.

“Nous savons que pénétrer un marché comme celui de la Chine ne se fait pas en un an,” Schmid concluded. “Nous devons donc faire preuve de patience et de persévérance… Nous ne voulons pas seulement vendre des produits, mais aussi faire connaître l’histoire de Puralpina en Chine.”